Culture Colors
Indo-Dutch communication Bert van Hijfte, trainer and consultant at CConsultancy, has been involved in Indo-Dutch relationships for over 20 years now and has studied both countries extensively. He shares his insights on the similarities and differences between the Indians and the Dutch, and suggests ways of improving communication, especially in view of the fast growing relations between the two countries.
As different as India and the Netherlands might seem (and are), they have one thing in common: they both think they can do wonders internationally albeit for slightly different reasons. Indians think that being part of the most diverse country in the world, makes them more conscious of cultural differences (true) and more apt at doing global business in very different cultural environments (mostly false). The Dutch think that because of their 400 years of experience in international business (the East and West Indian Companies as the most cited examples) that in the age of globalisation and hyper connectivity they will be successful too. But this cannot be taken for granted given the rapidly changing business environment which requires one to adapt and learn all the time.
I have been involved in Indo-Dutch relationships for over 20 years and studied both countries extensively. It is hard for the Dutch to understand the vastness and dimensions of India: its geography, climate, religions, cultures and ethnicities. It is no doubt very complex without making a serious study of it. Tamil Nadu in the south is a world away from the Punjab in the north. Cities like Delhi, Kolkatta and Mumbai have more inhabitants than the Netherlands and are worlds in itself. The Netherlands by comparison is a neatly cultivated edge of the European Union with slightly less than 17 million people but not without its cultural differences. Ask people from the provinces about the Randstad mentality in the west of the country or the people from Den Haag about the directness of the Amsterdammers in a country where directness and bluntness (perceived as rudeness by many foreigners) can reach stellar heights.
Although you will find Indians the world over and in the highest echelons of numerous public and private organisations this is a very minor percentage of well (usually western) educated Indians mostly from the internationally oriented and English speaking upper crust of Indian society. These Indians have a special relationship towards modernity, their mastering and use of English being the most visible aspect of it. But as demand for talent grows, a large number of the workforce being recruited by Indian companies today, lack the international experience and outlook.
With globalisation comes an increase in business between both countries. The number of Indian businesses and Indians in the Netherlands is increasing fast. India is on the radar of many Dutch companies owing to its fast economic growth. To make this relationship a successfully one, proficiency of English and a more profound knowledge of one another is needed to build trust which is too often ignored or taken for granted. Both Indians and Dutch can benefit immensely by improving their communication and thus improve efficiency and financial outcome.
Many Indians in the Netherlands work for India’s IT majors like TCS, Infosys and Wipro, so let’s take the IT-industry as an example. Numerous international surveys point to the following: the difference in culture is one of the main factors for many offshore deals to fail or not bring the expected financial rewards. Because of the industry’s rapid growth many less internationally oriented and educated people have entered their ranks. Their English is poor and hard to understand for the less experienced, and their international experience and outlook usually limited. Indirect in their communication (they do not say what they think but what their bosses or the Dutch want to hear) and often raised in a hierarchical society and business environment that does not encourage critical thinking, they are not assertive. Making them a team can be a challenge. With the IT environment changing rapidly, and the Indian IT majors trying to get high value work, this aspect will become even more important. A close relationship with clients makes trust even more important.
For the Dutch venturing into India, the challenge is mainly to come to grips with the enormous diversity, the very different business culture(s) and the complex political and legal environment. A profound knowledge of the country might help so as not to rely too much on local knowledge. Getting to know the people you work with, taking your time and building trust and local knowledge might help a great deal in increasing the rate of success.
Culture Colors 
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